The NOW Gen


Empowering Innovation with Lauren Sallata, CMO of Ricoh USA

Lauren unveils how Ricoh USA is leading the charge in transforming workplaces with cutting-edge digital services, smart technologies, and a steadfast commitment to sustainability. Known for her visionary leadership and strategic prowess, Lauren shares invaluable insights on creating impactful marketing strategies that resonate in today’s dynamic business ecosystem.


  • Lauren’s experience and career background
  • Trends in the B2B industry
  • Brand culture and DEI
  • Supporting the People with Disabilities Community
  • Customer engagement through inclusivity
  • Technology and Innovation’s role in DEI

The Landscape of Consumer Engagement with Úrsula Mejía Melgar, Marketing Director at Diageo

Discover the strategies and insights that are setting Diageo apart in creating seamless, integrated shopping journeys across social media, apps, and the web. Úrsula shares invaluable lessons on enhancing consumer engagement, leveraging technology to create personalized content, and making data-driven decisions that lead to success. Whether you’re a marketer eager to adapt to the shifting paradigms of consumer behavior or a business leader looking to stay ahead of the curve, this episode is packed with actionable intelligence aimed at defining the future of e-commerce and consumer engagement.


  • Ursula experience and career background
  • Marketing strategies for a global market
  • Engaging with a global consumer
  • Innovation and sustainability in the CPG industry
  • Brands as platforms for communication
  • Instant gratification and emerging trends in the CPG industry

Consumer engagement in a fast-paced world with Suzanne Lindbergh

Having a strong social media presence is something that brands in the NOW Gen are looking for. Marketer are looking to create connections with their customers, and social media has become the perfect channel. In today’s episode we will talk about the positive results that come from organic connection with customers, specifically through social media. If you want to learn about a more human approach to this customer engagement get your notepad, because today’s episode is full of incredible insights from a marketing star. Our guest, Suzanne Lindbergh, Global Head Social Brand Strategy, Social Media and Content, and Influencer/Creator Marketing at UBER, shares her best practices and motivates marketers to start now.


Suzanne Lindbergh


  • From being an Uber user to actually working for Uber.
  • Social Media as a two-way street for marketing strategies.
  • Crafting customer-centered strategies to improve engagement.
  • Marketing should always be on, as customers are always on the lookout for more.
  • Human connection is key to foster customer loyalty.
  • Social Media should not always look like a polished marketing campaign.


“We have extensive Uber support handles across Twitter and across Instagram and across LinkedIn, where if you’re having a problem, maybe a food order is taking a little bit longer than you feel it should, you can get some answers and information via Uber support on social media.”

“It’s one of the few pieces of marketing that allows you to actually establish a two-way conversation every single day, you know, 24/7, you know, throughout the year globally, to find out what customers are thinking and saying to engage with them, to have a little bit of fun with them, a little bit of banter with them.”

“Certainly, we use the handles to inform, about what we’re working on. Maybe there’s a new comms initiative, a new product feature, and a new social impact initiative that we’re engaging in. So we use the handles and all the, that we, on a daily basis, have to let people know what we’re up to.”

“But we also use our social media channels just to establish a really human relationship with our customers. And what I often say is, I say, social media can often be the welcome mat for customers.”

“I think that people want to be heard, right? I just think, in general, it’s a very core psychological, need that people have to be heard. And, we get lots of really, so on the support side, we’re solving problems. We’re quite literally solving problems and people are very appreciative.”

“So our support function is so important. And then on the this side of things where it’s conversation and engagement and banter, I think, there’s an affiliation that I think people want to have with the brands that they love.”

“I think people just really like to know that there are human beings on the other side of, of the Twitter page or the, the software. there are folks that wanna make sure that their experience is a good one, with all the best intents and all the best hope for, for great outcomes. And there’s a little bit of a magic that, that I think that, great brands bring to their customers, right? Is a little bit of a magic in the product itself, but sort of a magic in how the brand communicates with you as well.”

“We’ve had great success in really increasing engagement with customers. I think we did a, after 2022, I think we did a year up nearly 600% in engagement year over year, which just tells me that what we’re doing is working really nicely. So we’re increasing in engagement, increasing in brand sentiment, and hopefully, making people feel like, they’re appreciated as customers of the brand.”

“People want, like I said earlier, people want to see a human side to the brand. People want to, break that fourth wall a little bit, and they want to, feel like they’re engaging with other human beings. It’s a very, like I mentioned earlier, it’s a very, very basic psychological need for, for most folks. and UGC really helps, to engage with communities.”

“It really helps when we highlight some user-generated content. people are so appreciative when we do that. They, they love that we’re highlighting people who’ve had a great experience with the brand or we’re just, we, we highlight people who, have interesting and compelling things to say about Uber or say about the brand.”

“TikTok has basically informed all social media channels that you better not show up too polished, and you better not show up with ads, you know, and very highly polished marketing content. Yeah. Social media has changed dramatically. You better show up to every channel on social media with content that feels like it’s kind of scrappy, that it was shot on an iPhone.”

“It should not feel like it’s a polished marketing campaign every time you turn to social media.”

“We make room for, for very nicely done campaign assets on our social media, but they must be interwoven with UGC content, content that’s made easily and in the moment on an iPhone content that leans into culture and leans into trends that we’re seeing on social media in the moment.”

“UGC is a big part of what we do, and we shine a light on a lot of folks. and there are positive experiences with our product and with the app, and then we highlight those on our social media as for which channels we think work the best.”

“So that’s what we heavily leaned into during the Super Bowl just last week to get, we did a big Uber one campaign at the Super Bowl to get Uber one trending and to engage with other brands and engage with customers who really liked our Super Bowl ad that in the moment by far, is Twitter.”

“TikTok has become really like an, an uber lifestyle play for us. It has to be very short form content, short video, very relatable. And we have chosen attacked of using creators and our own in-house creative team, who sits a, a a gentleman who sits on my team to create fun, entertaining, it’s an entertainment platform, TikTok, fun, entertaining videos that sort of encompass the uber lifestyle and, from food culture to transportation culture, all the funny and silly little things that we do, when we’re ordering food or, and or eating.”

“Our teams are innovating all the time. We have a, an incredibly robust engineering team, an incredible product marketing team. I feel like every week we are adding a feature or doing something that just makes everybody’s lives easier.”

“So between now and the next couple months, you’re gonna see a redesigned app, that’s gonna just make things a lot easier for folks to navigate the app. Okay. And the tiles in the app, you’re gonna see some other incredible features that we’ll be talking about, and always with the goal to listen to customers, hear what they’re saying, right.”

“From an engineering standpoint, we’ve come up with unique and new and incredible ways to make people’s lives easier in the app and to make, you know, the app itself easier to use, but it’s just also easier to get a car, easier to get a delivery, more products.”

“I think it’s something that’s been sorting, so kind of bubbling up over the last couple of years, but marketing has changed pretty dramatically. And if companies are not employing sort of an always on marketing strategy, I think they’re kind of making a big mistake.”

“There are still definitely big campaigns, but in between each big campaign, there is a constant effort to keep in touch with the customer, both future customers and current customers through CRM tactics, through social media, through smaller promotional efforts like in performance marketing that has a very direct call to action in the moment.”

“Marketing has become an always on effort. Every different group within the company has to play its role. the comms team plays its role, social media in concert with that comms team plays an important role.”

“It’s like this cross-functional effort that is constantly kind of morphing, changing based on the day, but has to be a really important cross-functional effort so that we are engaging and talking with the customers every single day.”

“You wanna be talking with your customers both to hear what they’re having to say, but also sharing with them how you’re gonna make their lives better and solve problems for them every single day.”

“That’s how you can start the conversation with people and you’ll start to grow followers and start to, to increase your engagement. And as you’re building, the company and sort of the, the larger marketing strategy, you’ll have already established yourselves with some customers and be engaging with them.”

“I always tell people, like, don’t, don’t sit around and fret about, oh, how we, how can we get started? We don’t have resources. It takes one person to get started. It quite literally takes one person to get started, just get started and start doing it now. and, it will, it will pay back dividends in the future.”

“Well, you can’t create momentum if you’re just coming out in sporadic spurts of here and then nothing for a while, and then here.”

“I mean, that’s really ultimately what customers, and companies are trying to, companies trying to create a relationship with their customer, a trusted relationship. and out of that relationship is hopefully a, a, you know, it’s, it’s both a personal relationship that ultimately is at times a business relationship as well.”

“That’s a, you know, and companies just need to, you, you almost need to break it down and think of things just on a much more simple human perspective. Just behave like a human. The best brands just behave like humans.”

Video in Digital Platforms from Char Alfonzo’s Creative Perspective

In today’s age, digital platforms are one of the most used ways to consume video. This trend has pushed brand marketing to move toward becoming entertainment channels for their consumers. In this episode, the VP of Global Creative from Fresh, Char Alfonzo, talks to us about his take on digital platforms, marketing campaigns, sustainability, and customer-centric branding. His experience in the beauty industry and creative digital marketing allows him to see the consumer’s needs and figure out the best way to approach them with impactful storytelling. He also tells us about his work at Fresh and how the luxury of self-care can be a sustainable indulgence.


Char Alfonzo


  • His background in the creative industry: from marketing to the beauty industry.
  • Fresh’s sustainable indulgence.
  • The internet’s impact on the NOW Gen’s way to consume video.
  • Telling impactful stories with a 360-degree angle.
  • Instant convenience and core brand values move customers.
  • Brands are turning into entertainment platforms.


“I’m more of the creative guy. Let’s just say that. I lead the team into thinking 360. So, how do we tell beautiful stories? How do we engage with consumers? How do we tell all of the DNA of the brand? Fresh is a beautiful brand, and we have beautiful stories to tell.”

“Fresh has beautiful, sustainable efforts on not just how we extract our ingredients, but how we respectfully do it, and how we ensure that the local communities that we work with are also part of that.”

“Millennials and Gen Z are just far too smart right now. Claims and benefits are just, you know, they’re not fooled by them. They’re also predicting the information they’re going after is really where the secret sauce is.”

“Taking care of yourself, it’s now the ultimate, ultimate luxury. And it’s, you know, affordable and it’s available for everybody. So, you know, a brand like Fresh that it’s, you know, we’re a brand of indulgence, and we can take this in the two different ways. You know, it’s also the indulgence of using the product, right? And also the taking the time how we prep them as well. You know, we take time to do what we do here.”

“I mean, we live in an entertainment-first world now, and brands now are turning into entertainment platforms, you know? I think the future is gonna be kind of like that. No, I think the brands will turn into little tiny Netflix, little tiny Hulus, just kinda entertaining consumers on what their product delivers, really expanding that universe and the lifestyle that they’re trying to push.”

“This generation cares about what brands’ values are, and what their missions are, what they stand for. And we’re not shy about it. You know we don’t have to be shy about it. We should not be shy about it.”

“It’s a really interesting world. We are all the future entertainment entertainers. We are all the future influencers. We live in a world where we’re moving into micro-influencing. I don’t think we’re ready. I don’t think we’re ready to see how grandmas will be influencing us on recipes and on ingredients. The world is shifting and shifting fast.”

“Brands are relying more on content creators now to facilitate that speed that is necessary right now to be engaging with consumers constantly.”

“People also wanna see themselves; they wanna see a mirror on their mobile devices. And, you know, and the mobile devices, it’s really where 60% of consumers are interacting with their mobile platform.”

“It’s the same way that we’ve been approaching advertising for a very long time. The difference now is that the message and the visual need just to be more digestible, where people, our brains, are on overdrive.”

“So come from a place of entertainment, escapism is huge right now. People want just to get away. People just wanna a break from reality for a second.”

Alicia Enciso’s Relentless Transformation is the Mindset that will Keep Brands Relevant

Brands are constantly working to be relevant for their ideal customers. Older and younger brands are trying to be on trend for the NOW generation. In this episode, guest Alicia Enciso, CMO at Nestlé USA, gives us her takes on what makes a brand remain relevant while bringing new ideas to the table. Her experience has made her one of Brand Innovator’s Top 100 Women, among other recognitions. Listen to her episode to learn more about Nestlé’s innovation.


Alicia Enciso


  • From Brand Manager, growing business, to becoming CMO of Nestlé USA.
  • #RelentlessTransformation, her way of leading transformation in her team.
  • Innovation crucial for an effective growth strategy.
  • Being consumer obsessed to better understand and connect with them.
  • Brands are propelled by purpose, is what they live by.
  • From advertising to engagement, changing the way we approach customers.
  • Continuos transformation will help your brand remain relevant.


“Being innovative is, is absolutely part of our, our growth strategy. And I think that it is being innovative about the transformation.”

“Any innovation that we do, be it in terms of products or be it in terms of our capabilities we call it, is absolutely consumer obsessed. What we’re aiming to do, of course, is to really understand and connect with our consumers.”

“ It is not only about your physical health, but as you know, well, it is also about your emotional health. It has become much more important to think about both together and even at a, at a global level or, or, you know, or a broader way. It’s not only about physical and emotional, but it is also about the planet, right?”

“ Making sure that we’re taking sustainable or making sustainable choices that will ensure the health of ourselves, our communities, and the planet.”

“We’re very ambitious about what we wanna achieve in terms of digital transformation and e-commerce over again during, within this, let’s say 10 years that I’ve been on the job, um, I have that the privilege of during three years leading our e-business organization.”

“Expect us to be with very strong foundations, very strong brand, but definitely leaning in into, again, relentlessly transforming to make sure that we are you know, meeting our consumers in the best possible way.”

“What I think is really also exciting as is that, again, why the hashtag is relentless transformations, because you never end. You never end, you know, we, for example, at the beginning, we created a huge digital agency ecosystem that they would do, you know, creative for the different platforms.”

“I would tell you in terms of content, we’re definitely moving from what we call advertising to engagement. I would say, including the consumer, we are engaging with the consumer, and we are co-creating them anyway.”

“And each platform requires very different kind of, I would say customization for the content and also in terms of retail. So when we go into winning in retail, the type of content that we have, and, and there are so many ways in which you can or you need to be present in, in, in, in, in retail or for consumers to be able to shop you, um, that I think it is, it is definitely creating a lot more expertise that is needed, um, and, and tons of, as you can imagine, innovation learning, you know, testing.”

“We are very ambitious in terms of sustainability. Um, and again, our our sustainability promise, of course, is primarily in the area of, you know, what we would say is regenerative agriculture.”

“In terms of packaging, we have an objective and also in, in terms of 2025, in which we want all of our packaging to be fully recyclable.”

“ I think that when you are obsessed of where the consumer wishes to go or wants to go, many times, even if you can articulate it, um, of course that is what ensures that you, you know, that you are bringing it to, to the marketplace and relentlessly transforming so that you continue to, you know, to be their choice now and in the future.”

“The more, again, that we lean in to driving what I would call cultural relevancy for our brand is disproportionately important in order for us to, again, to continue to market to the next gen, right? So again, it is about ha you know, hashtag relentless transformation, and it is about hashtag consumer obsession, right? The more that you obsess with what they, they really care about what matters to them you will continue to be very relevant.”

How Marissa Solis Scores The Perfect Strategies For A Renowned Brand On A Global Scale

Are you a sports fan? If so, this is the episode for you. If you are not an NFL fan, you’ll probably be one after you listen to this episode. Our guest is Marissa Solis, SVP of Global Brand and Consumer Marketing for the NFL. Marissa’s inspiring background and experience are a testament to her success. Listen along to learn more about her takes on marketing, consumer engagement, brand evolution, and cultural representation. We don’t want to spoil it, so give it a listen, it will for sure be a “touchdown” episode.


Marissa Solis


  • From politics to CPGs to the NFL.
  • Taking advantage of the opportunities presented to you.
  • Remember where you came from, and honor it.
  • The challenges of a renowned brand on a global scale.
  • Know what your brand stands for, always.
  • Change for your consumers, meet them halfway.
  • Brand evolution is key for success.


“The challenge is how do you take this massive brand that everybody recognizes, everybody has an opinion on by the way, and make it amenable and approachable and likable by everyone, young and old alike.”

“When you think about the NFL brand, it, it truly is a reflection of America. When you think about our fan range, our fan base really covers a wide variety of demographics of interest. It’s a reflection of America.”

“When you think about the NFL and we’ve talked about this, um, you know, I think timeless, we are, we are unifiers, we bring people together.”

“So how do you make sure that timelessness comes through today? That’s the challenge of any brand. Marrying that timelessness with the timely and doing it right. I think is the key to success.”

“At the end of the day, we are all consumers. And as a marketer, you have to remember that. And it’s hard because you can’t bring your own bias right to the table. You have to leave your bias at the door.”

Digital Business as a Powerful Growth Engine

Have you wondered what goes into the wire transfer industry? In this episode, we talk with Francisco Tejeda, VP of Digital Business at Intermex, Wire Transfer, about using digitalization to connect with people and make business efficient. His previous experience also prepared him for the customers’ required speed for his current company. Get ready to hear an honest, human-centered, leader who encourages the NOW Generation to enjoy what we are doing and look forward to growing where we are. Francisco’s insights are remarkable, and his experience backs him up.


Francisco Tejeda


  • Wire transfers are a global industry
  • Helping connect customers with their loved ones
  • Making consumers the priority of your business
  • Advance technology and digitalization are key to growing a multinational business
  • Enjoy what you’re doing, life is important.


“The biggest market for money transferring in the world, it’s actually from the U.S. to Mexico. That is actually the biggest market. So for us, it’s also super, super important and very relevant because we are the largest brand that sends money to Mexico.”

“And we really respect and try to help as much as we can these consumers because again, they’re our heroes and they’re helping their communities are helping their families. And we try to know as much as we can about them to really help them and treat them with respect and treat them with the quality they deserve to send their money via our stores or retail stores, or via online or app or web as well.”

“When we’re talking about consumers, in Hershey particularly we have we had a category of products, which we call instant consumables, you know, so that is an interesting choice of words because we also have packaged candy. In package candy, you typically go to a supermarket, you buy a bag of kisses, whatever you take it home, and you consume that every day or every two days or whatever, you consume it afterward, but instant consumables are single-size chocolates or candy that are typically in the front end, in the checkout.”

“And there is a high percentage of them that are going to, they’re going to buy it because they like to have it at the moment. So that’s instant gratification, for sure. Like the very definition of instant gratification.”

“So technology is very important because if technology assigned to, for you to wait five days to deliver the money, then the digital technology is not up to these times. And the consumer needs you, technology needs to be aligned on the side to send the money now.”

“Life is important for you just enjoying what you’re doing, if you want to grow, like in my case, focus on that and think about that and think how you can grow within your company or search or the opportunities or whatever. But, my advice would be to understand yourself, understand your stress threshold, and what you want to do because everything has a cost.”